Multi-Channel Marketing: Where to Start and What to Skip

First up, some AMAZING news!

Some of you might have already seen me celebrating recently, but Javelin Video Content Management has recently been shortlisted for 'STARTUP OF THE YEAR' by The British Business Awards, presented by SmallBusiness.co.uk . I'm truly humbled to be considered for such an amazing award, and look forward to November and finding out how I fair against some amazing competition! So Excited!!

Mastering Multi-Channel Content Strategy

Good afternoon! Welcome to this week's Content Classroom.

Today, I’ve got a question for you.

How many times have you created content, written posts, and not been entirely convinced that you’ve got the engagement and distribution right?

If you’re like many business owners I’ve met, you might know that LinkedIn is your primary channel but struggle to figure out where else your clients might be.

So, today I'm going to help you figure all that out, in a simple, easy way... written by a guy who has literally gone through the process in the last 15 months!

Full video is linked below on our YouTube channel - click the image and make sure to subscribe.

Understanding Your Content Distribution

One of the biggest challenges is knowing which channel is best for what type of content. You might have the perfect post for LinkedIn but no idea how to tailor it for other platforms, or even if there’s an opportunity to reach your clients there.

This episode is dedicated to helping you come to a clearer understanding of scaling your content and distribution to create what I call the bee swarm effect.

It’s about making your small to medium business appear much larger and more influential than it is, capitalising on every opportunity to reach your audience.

Start Small, Think Big

Let me be clear. I’ve tried and tested this myself with my own business. You can go one of two routes when you first start creating a large amount of content: throw enough mud at the wall and see what sticks, or start with one or two channels and gradually expand.

I advise almost everyone watching this to go with the latter, unless you're in the business of content creation or social media management.

When I first started, I spread myself too thin across many platforms, consuming a huge chunk of my time with minimal results. Now, I’ve scaled back to focus mainly on LinkedIn and YouTube, with a bit of TikTok and Instagram thrown in as trial channels.

Building a Habit

If you’re already posting on LinkedIn, well done! It’s a great starting point. But if you’re not there yet, here’s a tip: posting once per week isn’t enough to form a habit. Start with two to three times a week minimum, and work your way up to five times a week. This frequency helps you form a content creation habit. After two or three months, it becomes second nature.

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Expanding Your Reach

Once you’ve got a handle on LinkedIn, think about where else your audience might be. For me, since I do a lot of video, YouTube was the obvious next step. Consider where your audience spends their time and how they consume content.

Many of my clients are B2B, revolving around LinkedIn and maybe Facebook, but rarely other social media channels. I focus on LinkedIn and YouTube primarily, and use other channels more for reassurance, so clients can see me in multiple places, reinforcing my credibility.

Don’t Overextend Yourself

Pace yourself and don’t go too wide too quickly. Make sure you’ve figured out the platform you’re expanding to and tested a few different strategies. Have a simple process mapped out so you know exactly how to generate content each week.

My solid advice is to start with video at the top of your funnel, because video works across all channels. Social media platforms are currently promoting video heavily, making it relatively easy to gain traction if you’re brave enough to put yourself out there.

Leveraging Tools for Efficiency

Lastly, consider using a tool to simplify your multi-channel strategy. My go-to tool for social media scheduling is SocialBee ?? (You can access the platform via my affiliate link HERE ). It allows you to manage multiple channels across different social media platforms effortlessly. SocialBee includes features like YouTube playlist integration, AI-driven suggestions, and more to automate and optimise your content distribution.

Get SocialBee ???? https://get.socialbee.io/gxynn7cn5gp3

Balancing Quality and Quantity

It’s tempting to try and be everywhere at once, but spreading yourself too thin can dilute your message. Focus on maintaining quality over quantity. It’s better to have strong, engaging content on a few channels than mediocre content on many.

Burning Out...

Some argue that a presence on every possible platform maximises visibility and potential leads. While this approach might work for larger companies with dedicated social media teams, for most small businesses, it’s a recipe for burnout and inconsistent messaging.

Why Focus Works:

• Consistency: You can maintain a consistent voice and message across fewer channels.
• Quality: Higher quality content can be produced when you’re not stretched too thin.
• Engagement: Engaging with your audience is easier and more meaningful on fewer platforms.

Potential Benefits of Broad Reach:

• Diverse Audience: Different platforms can bring different types of audiences.
• Brand Recognition: More platforms can lead to greater brand recognition.
• SEO Benefits: More backlinks and mentions can improve your SEO.

While a broader reach has its merits, the risk of burnout and diluted messaging is high. Evaluate your resources and choose a strategy that balances your capacity with your goals.

Summarising the Approach

To summarise:

• Start Small: Focus on one or two primary channels where your audience is most active.
• Build a Habit: Post consistently to form a content creation habit.
• Expand Gradually: Once you’re comfortable, slowly expand to other relevant platforms.
• Use Tools: Leverage tools like SocialBee to streamline your process.
• Quality Over Quantity: Ensure your content remains high quality as you expand.

Final Thoughts

By focusing your efforts and gradually expanding your reach, you can effectively manage your multi-channel content strategy without spreading yourself too thin. Remember, it’s not about being everywhere; it’s about being where it matters most to your audience and delivering consistent, high-quality content.

Let me know how you get on with these strategies, and I’ll see you next week on Content Classroom!

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